Today’s blog entry comes to us from Jorge Azevedo, Managing Director of Guess What, our GLOBALHealthPR partner in Portugal.

Jorge Azevedo

In today’s world we are under scrutiny every minute. The “Berlin Wall” of privacy that once defended organizations has fallen to the hands of a generation hungry for information. The good and bad practices of companies and the individuals who represent them are publicly discussed, and ethical oversights can lead to serious consequences both in terms of reputation and financial impact.

With this in mind, I believe the key to long-term organizational success is greater transparency—transparency about processes, products and procedures, both internal and external. A coherent strategy can propel the organization to higher levels of performance compared to those who promote their activity in a more obscure and mysterious management environment. Today, more than ever, consumers want to know what values a particular company holds, in addition to what products it makes. Because we are all part-voyeur inside, we want to know management’s “skeletons in the closet” to share with friends on Facebook.

Public Relations can and should make an important contribution in helping to maximize organizations’ good practices and what their audiences expect from them. Often relegated to the background, it is important to listen to the PR professionals and incorporate their advice into the global strategy.

PR professionals are also better prepared to plan and implement policies, procedures and strategies that demonstrate the organization’s commitment in relation to public and social responsibility and ethical behavior. A positive reputation among key audiences strengthens the good value of a company and promotes greater identification with their target audiences.

The role of Public Relations in identifying key audiences and developing strategies to build and maintain mutually beneficial relationships is now unavoidable. PR professionals are prepared to help in a unique and truly influential way. Are you ready for them?

Jorge can be reached at